(1991-2005) In 1991, Mick Hall opened Hall Communications, full-service Media, Research, and Brand Development firm with offices in Los Angeles, Las Vegas and Chicago—specializing in Consumer Trend Analytics, Marketing and Modeling, Brand Building, Brand Activation, and Retail Engagement Programs. Under his aggressive leadership, Hall Communications became one of the largest independent Marketing Agencies in the Western US, according to AdWeek, with over 100 employees, US$120-million in fee-revenue, and five subsidiary companies, including one of the country's oldest and most recognized retail advertising agencies—Jack Lawlor Advertising in Los Angeles. Successful marketing must be driven by a qualified team executing a well-planned coordinated media strategy. Winning requires a great deal of effort which is expensive when it comes to media—and Mick hates to lose. Therefore, Hall Comm worked primarily with companies with large marketing budgets. Smaller companies could not afford to work with his Agency. He was determined to change that with his next venture—Hall Strategy. After selling Hall Comm in 2005, mick launched Hall Strategy and for two years worked along side industry experts to develop SmartMedia, a new process that deploys big-company media strategic and analytics to benefit small companies.